CIM affiliate member Graham Hansell is a CIM course director and founder of search marketing agency Sitelynx
Devise content that can be shared. Examples include BMI calculators for dieting and health, tax calculators for pensions and the latest technology white papers for software. Promote this content through trade contacts, national and trade press, industry bloggers, social networks and your newsletter. As these people link back to you, your audience grows.
Ensure your site content is fresh and focused. Find ways to regularly add new copy and pages to your site. Examples include a news feed on the homepage and adding a blog that allows for comment on company products and wider news. Don’t forget calls to action in any content you have on a website.
Know which keywords your audience is using to search. Search engines don’t buy anything, but are a very powerful doorway to people who do. Therefore knowing the keywords your audience is using to search – through Google Insights (www.google.com/insights/search) – tells you how to optimise your metadata and content.
Remember 2011 as the year of the mobile. Positioning web content that can work across all platforms needs planning or a separate development project. A good example is Flash not showing on iPhones or iPads, effectively hiding valuable website content from users of these devices. A new and alternative standard, HTML 5, is promised to be supported by all of the smartphones, so is something to consider.
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